UK Video Advertisers Continue to Favour Guaranteed Buys

Nine in every ten advertisers are continue buying their ads on a guaranteed basis, similar to how the way in which they buy TV advertising, according to a new report by Videology. The company also found that 64 percent of all campaign media was via upfront guaranteed buys or via ‘fixed price open volume’ buys as advertisers looked to lock in premium inventory during periods of high demand and to ensure media quality.

The majority of European advertisers choose to run their campaigns on the medium to larger size players, making up to 76 percent of the inventory* (see note below on how buyers are sometimes duped by player size definitions).

Videology reported further that 83 percent of campaigns impressions were delivered via VAST, while VPAID reached 17 percent, growing from 13 percent in Q2, representing a shift as advertisers now regard viewability as one of the top KPIs for their media spend (UK viewability stands at 54 percent. VPAID is commonly regarded as being more effective than VAST, although as Ari Paparo, CEO of Beeswax, explained to VAN earlier this year, the use of VPAID can have unintended consequences (see video below).

When it comes to specific verticals, more than a quarter of ads were for FMCG products, with a quarter of all ads were from the FMCG category in Q3, maintaining the same majority as Q2 2015.

Screen Shot 2015-11-26 at 15.35.48 The analysis also found that 78 percent of all UK campaigns are running on more than one device in Q3 2015.  “The fact that more and more advertisers are turning to multi-screen campaigns is of no great surprise. Instead of thinking in terms of device planning, advertisers are focusing on the consumer, and using data to reach audiences wherever they are consuming content. It’s all about finding the right mix of screens to deliver the best outcomes for a given brand. The industry, as a result, is responding to a change and deploying campaigns across screens,” said Rich Astley, UK managing director, Videology.

*As an aside to the Videology report, buyers should be wary of how medium players are defined by the industry. Sources have told VAN that a common practice is to create a 301×251 pixel  player i.e. a player just one pixel larger than a 300×250 MPU, so the player is technically defined as ‘medium’, although the advertiser is effectively buying an ad served into an MPU. 

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